2 slides(2ndvariadaystion)

Digital Marketing Certification
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Marketing is no longer about shouting in a crowded marketplace; it is about
participating in a dialogue with fellow travelers. Marketing is no longer about
generating transactions; it is about building relationships. Marketing is no
longer about exploiting a market for your own benefit; it is about serving
those who share your passion- for your mutual benefit.
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OVERVIEW OF DIGITAL
MARKETING
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Introduction
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General Marketing Goals
● Brand awareness
● Generate traffic
● Educate potential customers
● Generate leads
● Drive revenue

What Is Digital Marketing?
It’s MARKETING, making the right offer in the right place at
the right time. Since everyone is ONLINE – ‘digital’ marketing
is the need of the hour.
Introduction
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Introduction
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Traditional
Marketing:
● Flyers
● Booths
● Billboards
● Newspaper
● TV/ Radio
● Direct mail (post cards/ brochures)
● Word of mouth
Digital Marketing:
● Social media
● Email
● Pay per click (PPC)
● Content marketing
● Organic search (SEO)
● Affiliate Marketing
● Digital Word of mouth
(Appreciation)
● Paid social media ads
Mobile marketing

Why Digital Marketing
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Digital Traditional
Can target your prospects
directly
No full control over who sees
your ads
Cost effective (Cost Per Click/Pay
Per Click options)
Fixed costs
Opportunity to compete with
market leaders
Budget decides who has the
most reach
Content flexibility Alteration is troublesome

1. Search Engine Optimization (SEO)
2. Content Marketing
3. Social Media Marketing
4. Pay Per Click (PPC)
5. Affiliate Marketing
6. Native Advertising
7. Marketing Automation
8. Email Marketing
9. Online PR
10.Inbound Marketing
11.Sponsored Content
Types of digital marketing
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On-page, off-page, technical SEO
Commission based external promotion (Eg: agents)
paid media designed to match the content of a media source
(WOB, Buzzfeed, The Star)
Earned media = press coverage, fb/ google reviews, shares
Paying another brand, individual to market (influencer)

P.O.E
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EMAIL
FORWARDS,
PRESS MEDIA

Who is this person?
DIGITAL CONSUMER basically thinks that
anything and everything can be accessed
through their smartphone. They have a
new and defined set of expectations
from the companies that they buy
products and services from. The digital
consumer expects that they will be able
to do these things:
Rise of digital consumer
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BUYER PERSONA
Understand customers and their needs,
wants, and demands
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Source: https://marketinginsidergroup.com/strategy/5-reasons-buyer-personas-arent-good-enough/
Why dedicate time?
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Decoding Your Buyer’s Persona
Where does your
buyer get your
information?
What are their biggest
frustrations & challenges
(pain points)?
(before/during purchase)
What are their hopes
& desires?
What are their biggest
fears? (after purchase)
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What is their tone,
keywords
/vernacular?

 Social media platforms
 Blogs
 Analytical Websites (buzzsumo, answerthepublic, keywords everywhere, fb
audience, google trends, youtube/ google/yahoo/bing search bar)
 News portals & industry trends
 Online research
 Analysing existing data
Extracting the right data
Focus groups
Interviews
Polls
Surveys
Second/third party data
Statistics (email, website, ads,
social media)
Open ended primary research
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Calculating Customer
Lifetime Value (CLV)
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• Budget to acquire customers
CLV = (total revenue contribution (Annual) * average no
of years they’re your customer) – initial acquisition cost
Formulae
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• What is cost of acquisition?

Introduction
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Copywriting is the act or occupation of writing text for the
purpose of advertising or other forms of marketing. The
product, called copy or sales copy, is written content that
aims to increase brand awareness and ultimately
persuade a person or group to take a particular action.
Responsible for producing engaging, clear text for different
advertising channels such as websites, print ads and catalogs. Their
duties include researching keywords, producing interesting written
content and proofreading their work for accuracy and quality.

Benefits
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YOUR PRODUCT YOUR CUSTOMER
THE RIGHT INFO + BENEFITS =
FULFILLING THE WANTS OF THE CUSTOMER
1. Boost inbound leads
2. Target customer needs
3. Persuade & encourage your visitors to make a move
Eventually bring in higher sales (boost conversion rate)

Elements of an ad copy
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HEADLINE
Sub-headline
Bullet points
Body copy
Tagline
CALL TO ACTION (CTA)
Killer line to pull your reader in by the throat
Restate your offer & what they get from it
Compelling points: short and concise benefits of the
product to the customer (focus on their pain points)
Main content that covers the Features & Benefits in detail.
Add photos/ visual representation of what they get
Short & crisp line to reinstate your value & brand
Best method to get the lead to do what you want (drop
info, inquire, call, download, etc)

Headline
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Has to catch a reader by the throat!
1. Focus on 1 specific pain point for your prospect
2. Offer an immediate solution to that problem
3. Don’t be too vague.
Simple fast headline formula:
Finally! How to Get [DESIRED RESULT] without [DOING THE THING THEY
FEAR MOST/ HATE DOING] in [SPECIFIC TIME FRAME] – Guaranteed!
[PROBLEM]? Get my [SOLUTION] and [RESULT] in [SPECIFIC TIME FRAME]
Include time frame if applicable

Headline
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BEFORE AFTER
Buy your mattress online. Fast &
free delivery.
Get Malaysia’s best reviewed
mattress, delivered to your door
for free!
Explore our latest interior
designs.
Remake your home in just 30
weeks.
We’ll build your new home in
just 30 weeks OR give you
RM5,000 in cash
Best SEO services in KL Guaranteed Google Ranking in 90
days or we work for free!
Create an irresistible offer!
• Reverse risks (give guarantees/ cash backs if you fail)
• Give timeframes
• Be specific on what you can do

Bullet Points [by Sabri Suby]
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Small nuggets to arouse curiosity.
1. How to X without Y
2. You need X, right? Wrong!
3. X ways to Y
4. Where to find Y
5. How to eliminate X
6. What you should never
How to get 6 packs without doing a single sit-up. How to
meet single men without Tinder. How to invest in real estate
with no upfront cash
Address a common belief & rubbish it. Drinking 3 litres of
water a day is healthy, right? WRONG!
5 ways to eat better on your cheat days. 10 ways to choose
the best wedding dress
Where to find the worlds most moist chocolate cake. Where
to find the best clothing rental.
How to stop joint pain forever. How to never pay another tax
fine ever. How to never feel shy of your beer belly ever again.
People like to know DONT’s more than DOs. What you should
never do when trying to win a lead. 6 things you should never
do on your first date.

Bullet Points [by Sabri Suby]
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7. Say goodbye to X [frustrations]
8. The truth about Y
9. Have you been doing X wrong?
Say goodbye to calorie counting. Say goodbye to hour-long
cardio sessions. Say goodbye to hours of dress hunting.
The truth about seeking professionals online. The ugly truth
about flossing your teeth.
Have you been eating the wrong food all this time? Have you
been cheated by your last real estate consultant?

Body Copy - Formula #1
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PAPA formula =
• Problem,
• Advantages (of
solving the problem),
• Proof (that you can
solve it), and
• Action.

Body Copy - Formula #2
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4Ps=
• Problem,
• Promise
• Proof
• Proposal

COPYWRITING:
BONUS
STRATEGIES
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Finding an enemy
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“Find a bad guy you can beat up in the stairwell. A gracefully raised knee to a villain’s groin isn’t just
fun, it’s profitable.”
-- Luke Sullivan, Hey, Whipple, Squeeze This
But before you can sack a bad guy, you must first identify your target. For big brands, they’ll often
go right at their biggest competitor – Dan Nelken

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Finding an enemy
While big companies, can do it –
smaller brands can’t exactly do the
same so instead find a common
enemy / generic villain. So nobody
gets hurt, its fun & not hurtful.

180 degree thinking (by Dan Nelken)
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“Direct your thought process in the exact opposite direction of where conventional wisdom would
suggest you go. Identify the conventional wisdom. Go the other way”
-- Tom Monahan, The Do-It-Yourself Lobotomy
When you’re doing 180s, think about what the product isn’t, who it’s not for, and the image you’re
not trying to sell.

180 degree thinking
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Start by listing all the conventions in your category.
Identify them. And Defy them. Be on high alert for the
conventional.

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Embrace your dirt (by Dan Nelken)
Benefits of embracing your dirt:
1. It makes a brand more human
2. The people you alienate are the ones you need to alienate (Being
everything to everyone, whether you're a brand is boring and
unattractive.)
3. You can steal your critic’s thunder

Bonus: List & Twist
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List a bunch of items, features, etc.
Twist the last one, make it unexpected. To inject some personality &
hold your audience attention for an extra second.
Product description:
1. Skin-friendly, animal-friendly & human-friendly
2. Material is comfortable, breathable & funable
Your description:
1. Founder, CEO & Job title exaggerator
2. Creative director, copywriter & dog walker
3. My work has appeared in many award shows worldwide & on my mum’s
fridge.
CTA:
1. Follow me for tips for writing, content creation & weird jokes
2. Reach out to us for inquiries, a demo or to find out where my favorite tea
shop is located.

Tactics
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1. Be concise, even if copy is long – pack it with information
2. Use powerful words/language
3. Cash in on the fear of mission out
4. Read, re-read, re-re-read your copy
5. Step in your customer’s shoes
6. A/B test your copy
7. Build on your tone
8. Benefits to the Customers
9. Problem Solving Points
10. Attention-Grabbing Headline
11. Call to Action

Types of Power Words
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1. Pain points
2. Urgency
3. Exclusivity
4. Reassurance
5. Secrecy
800+ Power words-
https://smartblogger.com/power-words/
Stress, vulnerable, alone, death, mistake, pitfall, risk,
warning, stupid
The fear of missing out.
Now, hurry, last chance, new, fast, running out, limited,
expired, never again, quick,
Limited, login required, be one of the few, become an
insider, only available to current customers, be the first
to hear about
Primary trust elements: trust seals, guarantees or
testimonials
Lifetime, authentic, guaranteed, proven, secure, no
onbligation, protected, money back, certified
To build curiosity.
Secret, confidential, forbidden, confession, backdoor,
insider, private
Always use YOU & BECAUSE. Even better if you can use their name!

What Is Content Marketing?
A strategic marketing approach focused on creating and
distributing valuable, relevant and consistent content to
attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.
Introduction
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Content VS Copywriting
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CONTENT COPY/ Ad Copy
DISCIPLINE Gain interest & give more knowledge about
the business – increase brand value
To pitch the brand itself to a prospect
PURPOSE Facilitate productive engagement + build
trust that leads to long term sales
Aim at short term goal of securing a
transaction
GOAL Educate, inform & entertain to gain interest
& prolong engagement
Persuade people to buy –
straightforward call to action (CTA)
THE JOB Can be anyone – better someone with first
hand experience
Have understanding of SEO, good grasp of
the language & related terminologies, can
write fast, good research skills & knowledge
of publishing platforms.
Wordsmith who knows how to produce
compelling, short & digestible copy.
Must appeal to emotions.
FORMATS Refer to type of contents in Tactics Online/ offline ads, sales video scripts,
online catalogues, sales letters,
billboards/posters

Content VS Copywriting
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CONTENT
1. Type of post on
social media
2. Amount of content
per post (if copy is
included)
COPY
1. Type of post on
social media
2. Amount of copy
per content piece

CONTENT
MARKETING:
STRATEGY
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Steps to organize content marketing
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1. Decide on goals to achieve (metrics) Before you look at what you're
going to create, you need to answer why you're making it.
2. Choose topic related to your product/ service (competitors best
posts/ youtube videos via Social Blade, YouTube comments, famous blog titles,
answerthepublic.com, google trends, etc)
3. CREATE content related to segments of your buyer persona
4. Choose suitable channels to share content
5. Schedule posting activities in advance
6. OPTIMIZE based on the right data to reach goals set

Tactics
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1. Focus on high quality content
2. Create original content (or risk punishment)
3. Channel content to address pain points
4. Ensure content is mobile optimized
5. Segment audience based their needs & wants
6. Craft content based on your brand values
7. Create headlines that trigger emotions
8. Behind the scenes content (to boost loyalty & intrigue)
9. Strong headlines can make big impacts
10. Provide actionable content (so people can act on it)
11. Use hybrid content (text/animation in video | video/image in
text)
12. Embrace listicals

Format of Content
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MEDIUMS
• Checklist
• AV Content (Video/audiobook/ webinar/ live streaming/ podcast)
• PDF Report/guide
• Blogs (how-to guide, comparative analysis)
• Assessment/ quizzes
• Case study/ statistics /e-books
• Toolkit
• Articles
• Testimonial/ Advocacy based write-ups (story telling)
METHODS TO INCREASE CONTENT REACH
 Social media posting (choose platforms your customers are at, not where you want to be)
 Paid ads
 Influencer/ Earned
 Affiliate / Guest posting / Partnership
 Content syndication (content reuse)
 SEO

Funnelling your content
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Making them
“problem &
solution aware”
Converting these
guys into leads
(lead magnet)
Getting them to
make the purchase

Measurement & Budget
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Investment =
1. Cost to produce content
2. Cost to distribute (ads, tools, software)
Return = sales resulted from that piece of content
Return > investment total is good -> Goal is to push the ROI higher
Questions to ponder on:

Measurement & Budget
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1. Set a goal
Monetary goals: to achieve RMX,XXX in sales from 4 articles in July 2021
Reach goals: to garner XX,XXX views from 4 articles in July 2021
2. Determining distribution channels (based on points of choice)
2. Set tracking metrics & align with goal
Social media (leads, views, likes, shares, comments, tags)
Website (leads, time on page, bounces, new/returning customers)
Email (leads, open rate, click rate, bounce rate)
3. Set a budget (if needed)
Based on ROI goal – set investment
Rule of thumb is 25% - 30% of marketing budget for content marketing
Traditional rule of thumb for marketing budget = 5-10% of total revenue (most companies go higher)
4. Allocating your budget
50-60% of your budget on content promotion and only 40-50% on creation (case by case basis)
Determining methods of promotion & tools for creation (along with their budgets)
SMEs reverse engineer = determine content types, budget to create, budget to promote then allocate budget

The art of marketing your business to appeal to mobile device
users. When done right, mobile marketing provides customers
or potential customers using smartphones with personalized,
time- and location-sensitive information so that they can get
what they need exactly when they need it, even if they're on
the go.
Mobile marketing consists of ads that appear on mobile smartphones,
tablets, or other mobile devices.
Introduction to Mobile Marketing
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1. Mobile apps (FB, Insta, third party aps via Google Admob)
2. In-game ads
3. SMS/MMS -> WhatsApp
4. QR Codes
5. Location-based (waze) [geo fencing – geo- conquesting]
6. Voice marketing (automated calls)
7. Mobile search ads (search engine ads but on the phone)
8. Mobile Video (Youtube but on the phone, other video apps)
9. E-commerce (lazada, shopee, fb’s marketplace, etc)
Types of Mobile Marketing
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• Make sure websites/landing
pages are mobile optimized (use
emulator to test - http://mobiletest.me/)
• Get your business on Google –
Google My Business
• Use SMS marketing (many business
haven’t capitalized on it yet)
• Use QR codes (thanks to Mysejahtera,
it’s easier)
Making the best out of Mobile Advertising
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• Come up with an enclosed community (Whatsapp/ telegram/ facebook)
• Use multichannel campaigns to be omnipresent (sms, social media, own app,etc)

1. Know your industry’s regulations (pharma, food products, healthcare, etc)
2. Personal Data Protection Act 2010
3. Consumer Protection Act 1999 : avoid unfair practices and minimum quality,
someone who is selling an online product needs to include:
Rules & Regulations
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Failure to comply or false/misleading info provided can allow a complaint at the Tribunal for Consumer
Claims -
Ministry of Domestic Trade and Consumer Affairs (Kementerian Perdagangan Dalam Negeri dan
Hal Ehwal Pengguna Malaysia - KPDNHEP)
More can be read here:
https://iclg.com/practice-areas/digital-business-
laws-and-regulations/malaysia

What Is Social Media?
Social media is any digital tool
that allows users to quickly
create and share content with
the public. Social media
encompasses a wide range of
websites and apps.
Introduction
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• Facebook
• LinkedIn
• Youtube
• Snapchat
TikTok
• WhatsApp
• Facebook Messenger
• WeChat
• Instagram
• TikTok
• Reddit
• Twitter
• Skype
• Viber
• Telegram
• Discord
• Pinterest

Types of Social Media
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1. Social Networks: Thoughts, ideas based sharing-
Facebook, Linkedin, Twitter, Tiktok
2. Media Networks: Visual Content based sharing –
Instagram, tumblr, YouTube
3. Discussion Networks: Quora, Reddit, Lowyat, Blogs
4. Review Network: Yelp, Tripadvisor, foodadvisor,
Google, Facebook
Social, media
networks
Discussion
networks
Review networks

Popular Social Media Marketing Channels
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FACEBOOK (2.6 billion users monthly)
1. Business Page
2. Organic posting
3. Paid ads
4. Fans/customer interaction
5. Stories
6. Review management
7. E-commerce
YOUTUBE (1.9 billion users monthly)
1. Video content
2. Youtube SEO
3. Paid ads
WHATSAPP (1.5 billion users monthly)
1. Business profile
2. Quick replies
3. Automated replies
4. Lead generation
FACEBOOK MESSENGER (1.3 billion users monthly)
1. Paid ads
2. Chatbots
3. Newsletters
4. E-commerce
5. Lead generation
INSTAGRAM (1 billion users monthly)
1. Photos/ videos
2. Stories/ reels
3. Paid ads
4. Business profile

Choosing the right channel for you
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For Organic Marketing
• Who is your target audience? (age, gender, income level, etc – buyer persona)
• Which platform my target audience are actively using?
Use that platform to appear and remind them of your existence
• What is your goal? (awareness, sales, engagement)
For Paid Ads
• Is my products/services intent or impulse driven?
Intent driven: A need driven (plumbing services, will writing, etc)
Impulse: Can live without it but you may feel better if you tried it (clothing,
entertainment, insurance, etc)

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Source: Accion Opportunity Fund

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Facebook
1. To build loyal followers
2. Way to keep in touch
3. Brand recognition
4. B2C lead generation
Twitter
1. To build awareness
2. To hitch a ride on trending topics (by finding out what people are talking about
via hashtags)
3. Real time update to audiences
Pinterest
1. Retail industry
2. To target more female users
YouTube
1. It’s a video based search engine (like google)
2. Service, education, lifestyle industry
3. To build a following with video content (like a blog for text)

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LinkedIn
1. For older audiences (30-49)
2. Easy to narrowly focus
3. Professional networking
4. Alternative to job search platforms (like jobstreet, monster, etc)
5. B2B lead generation
Instagram
1. Better for younger audience
2. Works well for visual based businesses (art, food, retail, beauty, some service
industries, etc)
TikTok
1. Works well for visual based businesses (art, food, retail, beauty, some service
industries, etc)
2. Younger age group (18-24)
3. Building brand awareness
4. Video content marketing (more casual than Youtube)

Integrating Social Media with Other Disciplines
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1. Fact finding – survey (polls, comments)
2. Customer service (@Netflixhelps on twitter)
3. Referral schemes
4. Increase audience to your blog / website
5. Contests
6. Agent/ staff recruitment for your company (linkedin, facebook)
7. Incentives (Starbucks discounts, etc)
8. Include your social media icons in your emails
9. Pull social followers into your email list
10. Boost content SEO
11. Public relations outreach (PR with news outlets, partner content)
12. Reputation management (by boosting reviews)
13. Live events (link to zoom webinars, current events, conferences, etc.)
14. Influencer marketing

Social Media Marketing - Toolkit
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1. Logo
2. Digital Service brochure
3. EDMs/ poster
4. Video
5. Reviews / feedback
6. Constant presence
7. Constant interaction
8. Posting schedule & plan

SOCIAL MEDIA
Making the Message Stick and
Spread
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The Tipping Point by Malcolm Gladwell
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SPREAD YOUR WORD with THE LAW OF THE FEW (The Messenger)
1. Connectors – influencer marketing
2. Mavens - information brokers/ preachers, sharing and trading what
they know. They start "word-of-mouth epidemics" due to their
knowledge, social skills, and ability to communicate.
3. Salesmen - "persuaders", charismatic people with powerful
negotiation skills.
#ayamgorengviral
#icebucketchallenge
#kitajagakita

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BUILD A BRAND with THE STICKINESS FACTOR (The Message)
1. Simplicity - Finding the core of an idea (Just Do It – Nike)
2. Unexpectedness: Getting our audience’s attention and
sustaining their interest (Huawei vs Apple)
3. Concreteness: clear (ice bucket challenge) Make the
message
4. Credibility: Make people believe our ideas (ice bucket
challenge)
5. Emotions: Make people care (ice bucket challenge)
6. Stories: Get people to act (ice bucket challenge)

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THE POWER OF CONTEXT (Context of the message)
1. Time of day (working hours, resting hours, morning/ night
people)
2. Physical Environment (home, office, driving/enclosed
spaces)
3. Circumstances of Situation (promotion - > luxury items;
recent illness -> insurance)
4. People around you (alone, with parents, with spouses, with
peers/colleagues/friends | power of small group influence > large group ; rule of 150)
Example: ‘Bystander Effect’

SOCIAL MEDIA
Listening &
eputation Management
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Reputation Management
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BUILD, MONITOR & MANAGE REPUTATION ON
1. Facebook reviews
2. Google reviews
3. Facebook hashtags
4. Website
5. Blogs (lowyat, reddit)
6. Customer feedback
Beginner methods– Google search, monitor reviews & feedback,
Facebook search
Expert level- Brand24, Hootsuite, Hubspot

WHY?
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1. Immediately detect sensitive wording marketing
(covid, insurance, retrenchment)
2. Able to spot & console angry/disappointed customers
3. Diffuse negative press (experts may negatively review
your product/ service)
4. Beware brandjacking (stealing brand identity/ fake
social media profiles)

Reputation Building
83
METHODS TO GARNER REPUTATION
1. Bribe/ compensation based review
2. Birthday rewards/ loyalty schemes
3. Content marketing > copywriting
4. Constant interaction/engagement
MEDIUMS
1. Written reviews (social media > form)
2. Video reviews
3. Brand advocacy by customers

Social Listening
84
It’s a two step process:
• Step 1- Social Monitoring: Monitor social media channels
for mentions of your brand, competitors, products, and
keywords related to your business.
Metrics:
• Brand mentions
• Relevant hashtags
• Competitor mentions
• Industry trends
• Step 2 – Social Listening: Analyze the information for ways
to put what you learn into action. That can be something as
small as responding to a happy customer, or something as
big as shifting your entire brand positioning.

WHY?
85
1. Customers like when brand respond back
2. Increase customer retention & brand loyalty by
knowing what to say (track & discover the kind of content
they like)
3. Keep track of brand’s growth
4. Discover new opportunities (expansion, continuous
improvement, damage control)
5. Increase organic customer acquisition
6. Find pain points
7. Track competitors

PROMOTE: Marketing
your Content
87

Social media marketing best practices
88
1. Engage with your audience
2. Social comment hijacking
3. Black stallion method (partnerships)
4. Get your audience to engage with each other (conversation spikers)
5. Employee advocacy (get your own people post about your brand,
start interactions, sharing)
6. Reactions over likes
7. Optimal times for posting (either through analytics OR general ones)
8. Leverage on Facebook Stories
9. Facebook groups to cultivate audiences
10. Go live on Facebook
11. Try to get on your audience favorite list
Do these more

Social media marketing best practices
89
1. Clickbait (posts that ask for clicks or entice users to click with
sensational or false information)
2. Like-baiting (posts that ask for likes, comments, and shares)
3. Posts with abnormal engagement patterns (a like-baiting signal)
4. Posts with spammy links (for example, links with a clickbait title that
lead to a page full of ads)
5. Repeated content
6. Text-only posts
7. Intensely promotional page content prompting readers to make a
purchase
8. Posts that reuse text from existing ads
9. Don’t include external links on post header
Their algorithm is smart to detect pointless content – they focus people to people engagement
to organically boost your posts further so
Avoid these mistakes

Facebook ads – How it works
91
Ad Auction
Ads compete to appear in front of the target audience set
How is the winner determined?
Bid: What advertiser willing to pay for the ad
• Spend based
lowest cost – maximize delivery/conversion based on budget
highest value – focus on high value purchases)
• Goal based (cost cap – max cost per conversion set to avoid loss / minimum return on ad spend
(ROAS) – maximize cost to get enough conversions to reach target ROAS)
• Manual bid cap setting
Daily or lifetime budget can be set
Estimated action rates: How high the probability of the ad leading to a desired outcome of the
advertiser (based on goals set)
Ad quality: Measure based on different sources to determine ad’s quality. Sources such as-
• Feedback from audience
• How many hiding the ad
• Bad attribution (withholding key info, too sensational wording, engagement bait)

Facebook ads – Boosting your post
92

Facebook ads – Via Ads Manager
93

Google ads
94
Google Ads is a paid online
advertising platform offered by
Google.
When users search a keyword,
they get the results of their
query on a search engine
results page (SERP). Those
results can include a paid
advertisement that targeted
that keyword.
For example, here are the
results for the term “digital
marketing”

Google ads – How it works
95
Pay-per-click (PPC) Model based on keywords targeted.
How to win? Google pairs -
1. Bid amount &
• Daily budget of your campaign or
• Max cost per action/ conversion
2. Quality Score (1 – 10 : 10 is the best)
Higher the score, higher the rank without paying too much
• Expected clickthrough rate: The likelihood that your ad will be clicked when shown.
• Ad relevance: How closely your ad matches the intent behind a user's search.
• Landing page experience: How relevant and useful your landing page is to people who click your ad.
When a user sees the ad and clicks on it, the marketer pays a small fee for that click (thus pay-per-click).

Google ads: Campaign Type
98
Search campaign
Shopping campaign (also can
appear in google shopping)
App campaign (in Google’s app
network)

99
Display campaign
Appear in
• Google partner websites
• Pre roll in Youtube videos
• Gmail
• Third party apps (from google app network)

100
Video campaign
• Specifically YouTube video ads (compared
to Display campaign that targets all
platforms)
• Skippable or non skippable ads
• Discovery ads that show on search results
on YouTube

Choosing the right channel for ads
101
Social media channels
1. impulse driven
2. lower cost
3. Products > services
4. B2C > B2B
5. To increase awareness/ engagement for a product
Search based – google, bing, etc
1. Need based items
2. Service based business
3. B2B > B2C
4. To appeal for those looking to immediately purchase

Messaging tools
102
1. Chatbots (for content marketing or lead capture)
Website
Facebook (Chatfuel, mobilemonkey, manychat)
2. FB Messenger ads (using Ads manager placement setting)
3. “Send a message” boosted ads
4. “Messages” ad objective
5. WhatsApp broadcasting
6. WhatsApp/ Telegram groups

Search Engine Optimization (SEO)
103
What is it?
Practice of increasing the quantity and quality of traffic to your website through
organic search engine results.
• Quality of traffic. You can attract all the visitors in the world, but if they're coming to
your site because Google tells them you're a resource for Apple computers when really
you're a farmer selling apples, that is not quality traffic. Instead, you want to attract
visitors who are genuinely interested in the products that you offer.
• Quantity of traffic. Once you have the right people clicking through from those search
engine results pages (SERPs), more traffic is better.
• Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any
traffic that you don't have to pay for.
Google finds suitable content for a search and builds an index – that index appears as the many links you see
when you search for something (same applies for other search engines like Bing and Yahoo!)

Factors affecting SEO
104
by Mike Khorev
(https://mikekhorev.com/seo-ranking-factors)

Building a tribe
107
A tribe only has two requirements: a shared interest and a way to communicate.
How?
1. Mission based groups (book club)
2. Uniting the believes / similar minded people together
3. Constant generous value sharing with your community
4. Be a thought leader, don’t just reiterate existing facts
Communication is key, create the ecosystem for just that
1. Leader to followers
2. Follower to leader
3. Follower to follower
4. Follower to outsider
Platforms
1. Groups (Facebook, WhatsApp, Telegram, LinkedIn)
2. Email or broadcast lists

Tribal mindset for a leader
108
1. Humans want to belong, make it easy for them
2. Internet eliminates geography
3. Commit to your belief, vision and mission
4. Today’s marketing is to identify, build and connect with your tribe & sell
products/services that suit that
5. Be remarkable (people don’t rewatch old YouTube videos or read boring
emails)
6. Your chance to convert the shared interest into a goal worth achieving
7. Anyone can dream up ideas, the leader is willing to visibly strive for it
8. Show your human side, but compensate your weakness with
determination and drive
Read up the full list here: https://medium.com/the-happy-startup-school/build-a-company-
and-leave-a-trace-build-a-tribe-and-leave-a-legacy-70f27490bce3

OPTIMISE –
Track, Learn & Improve
109

Data as the bedrock
110
Data is the foundation of informed decision making and
optimization
What can it do?
1. Help create better customer experience
2. Help find newer customers
3. Understand who your customers actually are
4. Increase customer retention & loyalty
5. Increase chances of predicting sale trends/ forecast
6. Identify and optimize performance & setbacks
7. Define the businesses future path

Identify the right marketing data
111
FACEBOOK
1. Engagement (Likes, comments, shares)
2. Impression, clicks
TOOLS
1. Facebook Insights
2. Creator Studio (for FB videos and Instagram)

112
INSTAGRAM
INSTA POSTS & VIDEOS
1. Engagement (Likes, comments, archive)
2. Interactions (Profile visits)
3. Discovery (Reach ,follow, impressions [from home/ profile/ hashtags
/other])
INSTA STORIES
1. Engagement (Likes, comments, archive)
2. Interactions (Replies, profile visits)
3. Discovery (Impressions, follows, navigation [back/ forwards/ next
story/ exited])
TOOLS
1. Business profile insights on app
2. Creator Studio

113
EMAIL
1. Open rate
2. Click rate
3. Subscribe rate
4. Unsubscribe rate
5. Bounced
6. Successful deliveries
7. Forwarded
8. Subscribers with most opens

• Return on Investment (ROI)
• Cost per Mille (1000 - CPM)
• Cost per Click (CPC)
• Customer Lifetime Value (CLV)
• Click Through Rate (CTR)
• Cost per Acquisition (CPA)
• Return on Ad Spend (ROAS)
Other metrics
114
= (total Profit contribution (Annual) * average
no of years they’re your customer) – initial
acquisition cost

Improve Content based on Information Received
116
1. Identify best topics/ posts & work around it
2. Identify best time & days to post
3. Set benchmarks of performance (KPI)
4. Identify best items/interest from your product line &
expand/improve on it
5. Identify the best platforms for your target audience
6. Possibility to do A/B testing with clearer goals
7. Identify overall gaps in current social media strategy &
the type of content that works (blogs/video/images)

Introduction to Marketing Automation
118
Marketing automation is technology that manages
marketing processes and multifunctional campaigns,
across multiple channels, automatically.
Marketing and sales departments use marketing automation to
automate online marketing campaigns and sales activities to both
increase revenue and maximize efficiency. When automation is used
effectively to handle repetitive tasks, employees are free to tackle
higher-order problems, and human error is reduced.

Introduction to Marketing Automation
119
1. Facilitate preset interactions (social media posting, email, etc)
2. Collect data
3. Segment data (TOFU, MOFU, BOFU)
4. Personalized targeting (campaigns based on data, first/last
name based, etc)
5. Trigger based reactions

Lead Capture & Nurture
120
MARKETING
1. Social media management – CoSchedule, Sproutsocial,
Hootsuite, Publishing Tools (FB), Creator Studio
2. Email marketing – Mailchimp, Sendinblue, Customer.io
3. Paid ads – AdRoll
SALES
1. Customer Relationship Management (CRM) –
Hubspot, Podio, Excel

Sample Automated Campaign (B2C)
Best
High Value Content Offer (HVCO) for FREE
EMAIL #1: HVCO 2
CURRENT STATE
SEMI
DESIRED STATE
DESIRED STATE
Opt In with email via
landing page
EMAIL #2: HVCO 3
EMAIL #3: HVCO 4
POTENTIAL LEAD
Drip marketing with
goal of converting
them for a call
APPOINTMENT CALL
SALE
LEGEND
1. Orange: Service based sales
2. Blue: Product based sales
3. Black: Generic pathway

 Awareness
 Engagement / Consideration
 Evaluation
 Purchase
 Post Purchase
Improving Customer Lifecycle
124
Tell them that you exist
Wow them with testers
Keep reminding them that
you’re the best option
Wow them with your
product/ service
Keep reminding them that
you’re there for their needs

 Per unit sales
 Bite sized deals – shorter lifecycles
 Value for money
Characteristics
 Bulk sales
 Longer lifecycles
 Long term relationships
Logically Driven Sales Decisions
Emotionally/ Specific Need Driven Sales Decisions
126

 Short period
 Branding presence > lead generation
 Bite sized deals
(transactional relationships)
Timeline of Transaction
 Bulk sales
 Lead generation > branding presence
 Long term relationships
(personal relationships)
127

 Social media presence
 Client feedback repository
 Interactive content
 Content marketing
 Short term valuable service
 Simple & emotional lingo
Collaterals
 Database
 Long term valuable packages
 Website
 SEO & search engine visibility
 Brochures
 Client feedback repository
 Business terminology lingo 128

Organizing your Sales
Process
129

SALES PROCESS: set of repeatable steps that a sales person takes
to take a prospective buyer from the early stage of awareness to a
closed sale.
SALES METHODOLOGY & PROCESS

B2B Sales Process
CONCEPTUAL SELLING
METHODOLOGY

Lead Generation
Lead Generation Discovery Qualification
Pitch
Objection
Handling
Check In Follow Up Closing
 Process of finding sales qualified leads
 Referrals
 Network
 SEO/ PPC
 Linkedin ads

Discovery
Pitch
Objection
Handling
Pre Sales Research (K.Y.C)
 Groundwork to understand & know your customer
 Qualify lead
 Identify more than 1 prospect per organization
Methods
• LinkedIn (build rapport based on past activity)
• Website (blog, vernacular, news/press release)
• Industry updates & news (sound like an expert in their field)

Qualification
Pitch
Objection
Handling
Sales Call
 Intelligent questioning (Conceptual selling)
Methods
• Basic call script
• Discovery phase details as guide

Pitch
Pitch
Objection
Handling
Proposal
 Creativity, charisma > detailed scripts
Methods
• 30 seconds pitch (elevator pitch)
• Reference previous similar work
• Hit on key points of value in respect to pain points
• Leave space for questions (avoid over explaining/ dragging)
• Focus on value instead showing off your wonderful features
• Quantitative results

Objection Handling
Pitch
Objection
Handling
Repositioning Offer
 Customer is always right
 Listen -> Acknowledge -> Solve/Propose
Methods
 Features, Benefits & Objections list
 S.W.O.T Analysis

Closing
Pitch
Objection
Handling
Landing the deal
 Be ready to negotiate prices
 Advise on all steps to close deal (documentation/ sign-offs) to
avoid surprising bumps upfront
 Keep free value-adds in your arsenal to tip the scale

Follow Up
Pitch
Objection
Handling
Locking it in
 Summary/ recording of conversation
 Provide next steps
 Keep in touch till service lifecycle is over while building a
relationship

Check - In
Pitch
Objection
Handling
Recycling stage
 Chance to collect feedback/ case study
 Build into referrals
 Keep in constant touch to ensure repeat sale
Methods
• Newsletter
• Activities: webinar, events
• Special ex-customer rewards/ promo

B2C: Psychology Driven Sales
1. Ego: reassure sense of self, purchase to feel better about self. (ex: lifestyle products, etc)
2. Fear: purchases based on perceived fear; appeals to doubts & uncertainties (ex:
insurance, security products, healthcare, etc)
3. Greed: to increase one’s self worth (ex: technological equipment)
It’s important to understand that businesses cannot appeal to all three of these emotions at
the same time.
Once the business understands both itself and its product line, it’s important to align the
brand with the most effective stages of the purchase decision cycle

B2C: Needs Driven Sales
1. Problem/Need Recognition:
Identify the product to fix problem
2. Information Search: Seek ‘social
proof’ to boost confidence
3. Evaluation of Alternatives:
reassurance on the current choice
4. Purchase Decision: $
5. Post Purchase Behavior:
remorse/satisfaction
Product Positioning
Feeding appropriate information to help
with making a favorable purchase decision –
review management
Best product & pricing mix
Efficient payment method/ different options
Vigorous customer support/ service
STAGES STRATEGY TO SECURE THE SALE

B2C Sales Process
Referral
Repeat sale
Inbound Marketing
1. Lead Demographics
2. Lead Status/ Score/
Rating
• New (unassigned)
• Open
• In progress
• Sales qualified lead
3. Defined turnaround
times
1. ‘Social proof’/ reviews
2. Product mix & pricing
strategies
Deal Stage
1. Social presence/
branding
2. Portfolio

Why do you need a sales process?
1. Easily identify bottlenecks in sales
2. A sales rep’s roadmap to keep the company alive
3. Enables scalability
4. Identify buying patterns of different clusters
5. Never miss a follow-up
6. Improve forecasting
7. Better customer experience

Mapping your Customer’s
Journey
146

Who are you targeting?
147
60%
30%
10%
Know the problem,
Know the solution
READY TO BUY
Know the problem,
Searching for solution
Don’t even know there’s
a problem

Stages of a potential lead’s journey
148
identified their challenge or
an opportunity they want to
pursue
clearly defined the goal or
challenge and have
committed to addressing it
evaluate the different
approaches or methods
available to pursue the goal
or solve their challenge
Ignorant/ unaware
Yet to realize they have a
challenge/ opportunity
This is a lead’s internal reflection/ self realization

149
Mapping out your potential customer’s journey
Questions to ask
1. How will my buyer become aware of their problem?
2. How will they become aware of their solution?
3. How do they become interested in a brand?
4. Why would they desire a particular brand?
5. What would motivate them to convert?
Lead becomes your potential customer the
moment they see you exist

150
SO JUMP ONBOARD & GET IT RIGHT
ALL THE BEST!
With love,
Santosh

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